DIGITAL & TRENDS

Netflix usage in the United

States
 Table of Contents

01 Overview Adults using Netflix via password sharing methods in the U.S. 2022, by generation 22
Netflix subscribers who would switch to ad-supported version in the U.S. 2022 23
SVOD service user shares in the U.S. 2015-2022 03
Subscriptions to SVOD services in the U.S. 2027, by provider 04
03 Popular content
New SVOD subscribers in the U.S. 2020-2022, by platform 05
U.S. viewer awareness and understanding of major streaming services 2023 06 Most in-demand digital original shows in the U.S. March 2023 25

Most well-known video-on-demand brands in the United States 2022 07 Leading original TV series on SVOD services in the U.S. 2022, by minutes streamed 26

Global share of subscribers to popular streaming services 2021, by country 08 Most watched acquired series on VOD services in the U.S. 2022 27

Most downloaded entertainment and streaming apps U.S. 2022 09 Most in-demand SVOD platforms for reality series in the U.S. 2022 28

Ranking of video streaming service in the U.S. 2022, by CTV time share 10 Leading Netflix TV series in the U.S. January 2023, by unique viewers 29

Netflix: number of paid subscribers Q3 2022, by region 11 Global time spent viewing Netflix 2022, by country of origin 30

Quarterly Netflix paid streaming subscribers in the U.S. and Canada 2013-2022 12 Most viewed English-language Netflix films 2022 31
Most viewed English-language Netflix TV shows 2023 32

02 Consumer behavior
Ranking of TV and video streaming providers consumers would not drop in the U.S. 2022 14
Most preferred networks for viewers aged 16-34 years in the U.S. 2022 15
Most preferred networks for viewers aged 35 and over in the U.S. 2022 16
Share of Netflix time among total TV content viewing in the U.S. 2021-2022 17
TV viewers who prefer Netflix in the U.S. 2019-2022, by age group 18
Devices used to watch Netflix TV series in the U.S. 2023 19
U.S. Netflix quarterly app downloads 2016-2022 20
Netflix brand profile in the United States 2022 21

1
CHAPTER 01

Overview
 Share of consumers who have a subscription video-on-demand (SVOD)
service in the United States from 2015 to 2022
SVOD service user shares in the U.S. 2015-2022

90%
83%
80% 78% 78%
74%
69%
70%
64%

60%
Share of respondents

52%
50%

40%

30%

20%

10%

0%
2015 2017 2018 2019 2020 2021 2022

3 Description: According to the most recent data, 83 percent of consumers in the United States were using a subscription video-on-demand service in 2022, an increase of nearly 20 percent in five years. It is no secret that one of the most popular platforms (and
certainly the one with the most U.S. subscribers) is Netflix. The number of Netflix streaming subscribers in the United States passed the 70 million mark for the first time in early 2020. Read more
Note(s): United States; 2015 to 2022; 2,000 respondents; 18 years and older; services include Netflix, Amazon Prime, and/or Hulu
Source(s): Leichtman Research Group
 Number of subscriptions to selected subscription video-on-demand
(SVOD) services in the United States in 2027, by provider (in millions)
Subscriptions to SVOD services in the U.S. 2027, by provider

120

101.8
100
Number of subscriptons in millions

80
69.1

60 53.8 52.2 51.3 51

40

20 15.3 14.7 14.2

9.8 10.3
6.5 5 3.1
0

TV
+

TV

s
x

y+

ve
on

ax
u

ar

er
fli

oc

tim
TV
nt
ul

Li
ne

M
az

et

g
St

th
H

ou

ac

in
ub
e

ow

u
Am

BO
is
N

O
pl
Pe

ul
m

Sl
D

uT
Ap

Sh

H
H
ra

Yo
Pa

4 Description: By 2027, it is expected that the gross number of SVOD subscriptions will reach 458 million in the United States. Netflix will have nearly 70 million subscribers in the country alone. However, Amazon competed with Netflix for the most American subscribers
and according to the forecast it will surpass Netflix, reaching over 101 subscriptions by 2027. Meanwhile, Disney Plus, stylized as Disney+, is expected to accumulate about 51.3 million subscriptions. Read more
Note(s): United States; February 2022; forecast; gross number of subscriptions for movies, linear channels, and TV episodes; excl. platforms such as sports
Source(s): Digital TV Research
 Share of new subscription video-on-demand subscribers in the United
States from 2nd quarter 2020 to 3rd quarter 2022, by platform
New SVOD subscribers in the U.S. 2020-2022, by platform

Prime Video HBO Max Disney+ Discovery+ Netflix Hulu Apple TV+ Paramount+ Peacock ESPN+ Showtime
30%

25%
Share of new subscribers

20%

15%

10%

5%

0%
Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 2022

5 Description: In the third quarter of 2022, Amazon Prime Video gained the most new subscribers among subscription video-on-demand platforms in the United States, with a share of over 24 percent. Disney+ recorded the second highest growth in new subscribers,
followed by Paramount+. Read more
Note(s): United States; Q2 2020 to Q3 2022; excl. free ad-supported services; incl. activated bundle deals
Source(s): Kantar
 Consumer awareness and understanding of selected video streaming
services in the United States as of February 2023
U.S. viewer awareness and understanding of major streaming services 2023

Awareness Understanding
98% 97% 96% 96% 96%
100%
93% 93% 93%
90%
79%
80%
69% 67%
70%
63%
Share of consumers

62%
60%
50%
50% 46%
41%
40%

30%

20%

10%

0%
Netflix Amazon Prime Disney+ HBO Max Hulu Paramount+ Apple TV+ Discovery+
Video

6 Description: According to a 2023 survey, U.S. consumer awareness of the major video streaming services was high - the consumer awareness levels of Netflix, Amazon Prime Video, Disney+, Hulu, and HBO Max amounted to over 95 percent. By contrast, consumer
understanding with each of these services was quite divergent. While 79 percent of U.S. consumers expressed familiarity with Netflix's streaming platform, just 63 percent indicated familiarity with HBO Max. Read more
Note(s): United States; February 2023; 2400 respondents; 16-74 years; TV consumers with broadband access who watched at least one hour of TV per week
Source(s): Hub Entertainment Research
 Leading video-on-demand brands ranked by brand awareness in the
United States in 2022
Most well-known video-on-demand brands in the United States 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

YouTube 93%

Netflix 93%

Hulu 89%

Amazon Prime Video 88%

Disney+ 87%

HBO 85%

Google Play Store 84%

Paramount+ 81%

Peacock 80%

Apple TV+ 76%

Discovery+ 76%

iTunes 76%

Starz 75%

ESPN+ 72%

Sling TV 68%

7 Description: Concerning brand awareness among VoD users, Netflix and YouTube are neck and neck in the United States, with 94% awareness each. Hulu ranks third, with 90% of U.S. respondents saying they know the brand, closely followed by Amazon Prime Video
(89%) and Disney+ (88%). Read more
Note(s): United States; March 22 to 29, 2022; 1241 respondents; 18 to 64 years
Source(s): Statista Consumer Insights
 Share of subscribers to selected popular streaming services worldwide as
of September 2021, by selected country
Global share of subscribers to popular streaming services 2021, by country

Share of respondents

Netflix Disney+ Apple TV+ Amazon Prime Video

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110%
96%
71%
Sweden 16%
27%
96%
67%
Germany 14%
83%
95%
72%
United States 39%
81%
95%
58%
France 11%
67%
94%
60%
United Kingdom 24%
77%
91%
58%
Spain 13%
85%
88%
47%
Italy 8%
81%

8 Description: Netflix had the greatest share of subscribers among SVOD platforms in the United States in 2021, with 95 percent of users subscribing to the American subscription streaming service. It was also the top streaming service across six other countries
worldwide. Apple TV+ was the least popular platform in all countries surveyed. For example, the share of French people subscribing to the service amounted to 11 percent. Read more
Note(s): France, Germany, Italy, Spain, Sweden, United Kingdom, United States; September 17 to 20, 2021; 32,741 respondents; 13 years and older; active users of Whip Media's TV Time app
Source(s): Whip Media
 Leading entertainment and video streaming apps in the United States in
2022, by downloads (in millions)
Most downloaded entertainment and streaming apps U.S. 2022

Number of downloads in millions

0 10 20 30 40 50 60 70 80 90 100 110

TikTok 99

Disney+ 41

YouTube 39

Peackock TV 37

Netflix 36

HBO Max 34

Tubi 29

Amazon Prime Video 28

Roku 27

Hule 26

9 Description: In 2022, TikTok was the leading entertainment and streaming app in the United States, with 99 million downloads in the country from iOS and Google Play combined. Disney+ generated 41 million downloads, ranking as the second most downloaded
entertainment app in the U.S. The mobile app for streaming service HBO Max ranked sixth, amassing 34 million downloads from U.S. users in 2022. Disney+, which was launched in November 2019, saw approximately 8.4 million downloads in the [...] Read more
Note(s): United States; 2022
Source(s): Apptopia
 Share of total connected TV viewing hours in the United States in February
2022, by streaming service
Ranking of video streaming service in the U.S. 2022, by CTV time share

Share of time spent

0% 5% 10% 15% 20% 25% 30% 35%

Netflix 29%
YouTube 21%
Hulu 12%
Amazon Prime Video 9%
Disney+ 4%
HBO Max 3%
Spectrum TV 3%
Sling TV 2%
Pluto TV 2%
Paramount+ 2%
Tubi TV 2%
ESPN 2%
PeacockTV 1%

10 Description: In February 2022, Netflix, YouTube, and Hulu occupied the vast majority of U.S. streaming video viewership time, with Netflix viewing making up 29 percent of total connected TV viewing hours. Amazon Prime Video accounted for nine percent of CTV
viewership time in the U.S. Read more
Note(s): United States; February 2022
Source(s): comScore
 Number of Netflix paying streaming subscribers worldwide as of 4th
quarter 2022, by region (in millions)
Netflix: number of paid subscribers Q3 2022, by region

90

80 76.73
74.3

70
Number of subscribers in millions

60

50
41.7
40 38.02

30

20

10

0
Europe, Middle East, and Africa U.S. and Canada Latin America Asia Pacific

11 Description: Netflix reported approximately 74.3 million subscribers across the U.S. and Canada in the fourth quarter of 2022, making North America its second largest global market after Europe, Middle East, and Africa (EMEA). Even though Asia-Pacific remained
Netflix`s smallest markets in terms of subscribers, the user base grew the most in this region. Read more
Note(s): Worldwide; Q4 2022
Source(s): Netflix
 Number of Netflix paying streaming subscribers in the United States and
Canada from 1st quarter 2013 to 4th quarter 2022 (in millions)
Quarterly Netflix paid streaming subscribers in the U.S. and Canada 2013-2022

80

70

60
Subscribers in millions

50

40

30

20

10

0
2 3
3 3
4 3
1 3
2 4
3 4
4 4
1 4
2 5
3 5
4 5
1 5
2 6
3 6
4 6
1 6
2 7
3 7
4 7
1 7
2 8
3 8
4 8
1 8
2 9
3 9
4 9
1 9
2 0
3 0
4 0
1 0
2 1
3 1
4 1
1 1
2 2
3 2
4 2
22
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 02
Q 02
Q 02
Q 02
Q 02
Q 02
Q 02
Q 02
Q 02
Q 02
Q 02
20
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
1
Q

12 Description: Netflix reported 74.3 million paid streaming subscribers across the United States and Canada in the fourth quarter of 2022. This marked a decline of about one million compared with the same quarter of the previous year. Read more
Note(s): Canada, United States; Q1 2013 to Q4 2022; excluding free trials
Source(s): Netflix
CHAPTER 02

Consumer behavior
 Television and video streaming providers TV viewers would keep in the
United States as of August 2022
Ranking of TV and video streaming providers consumers would not drop in the U.S. 2022

Among all users of each service Among these who say it is their default TV source
70%
64% 65%
63% 63%
61%
59%
60%

50%
Share of respondents

40% 37%

30%
30%

20%
14% 15%
10%
10% 8%

0%
Live TV (from MVPD) Netflix Amazon Prime Video Hulu Disney+ HBO Max

14 Description: A survey conducted in 2022 among U.S. television viewers revealed which TV or VOD services they would keep after dropping all the other providers they subscribe to. Among all users of each service, live TV (from MVPD) had the highest share of
respondents, with 37 percent. However, the same question answered among those who said the service is their default TV source, present a different result. Here, the platform on top of the list was Netflix, with 65 percent of people interviewed. Read more
Note(s): United States; August 2022; 1,600 respondents; 16-74 years; respondents watch at least 1 hour of TV per week and have broadband at home
Source(s): FierceVideo; Hub Entertainment Research
 Most essential TV and video sources for consumers aged 16-34 years in
the United States as of February 2022
Most preferred networks for viewers aged 16-34 years in the U.S. 2022

50%

45% 43%

40%

35%
Share of consumers

30%
29%
30%
27%

25%
22%

20%

15%

10%

5%

0%
Netflix Hulu Amazon Prime Video Disney+ HBO Max

15 Description: As of February 2022, television viewers in the U.S. aged 16 to 34 years strongly preferred subscription video-on-demand (SVOD) services as their must-have television sources. Netflix was by far the most preferred among these, with over 40 percent of
viewers in this demographic indicating that it was their most indispensable source. Hulu, Amazon Prime Video, Disney+, and HBO Max were the other top five sources among this age group. Read more
Note(s): United States; February 2022; 1601 respondents; 16-34 years; TV consumers with broadband access who watched at least one hour of TV per week
Source(s): Hub Entertainment Research
 Most essential TV and video sources for consumers aged 35 and over in
the United States as of February 2022
Most preferred networks for viewers aged 35 and over in the U.S. 2022

33%

30%
26%
25% 23%
22%
21%
Share of consumers

20%

15%

10%

5%

0%
Netflix CBA ABC NBC Amazon Prime Video

16 Description: As of February 2022, television viewers in the U.S. aged 35 and older preferred a mixture of subscription video-on-demand (SVOD) services as well as traditional television stations as their main sources of television viewing. Consumers in this age group
showed a stronger preference for SVOD services, specifically Netflix, in 2022 than in the previous year; Netflix moved from the number three to the number one of the most preferred networks. Amazon Prime Video replaced ESPN as the last [...] Read more
Note(s): United States; February 2022; 1601 respondents; 35 years and older; TV consumers with broadband access who watched at least one hour of TV per week
Source(s): Hub Entertainment Research
 Share of time spent watching Netflix out of all hours spent watching
television in the United States from August 2021 to August 2022
Share of Netflix time among total TV content viewing in the U.S. 2021-2022

9%
8%
8% 7.7% 7.6%
7%
7% 6.8% 6.8% 6.8%
6.5% 6.6% 6.6% 6.6%
6.4% 6.4%

6%
Share of time

5%

4%

3%

2%

1%

0%
Aug 2021 Sep 2021 Oct 2021 Nov 2021 Dec 2021 Jan 2022 Feb 2022 Mar 2022 Apr 2022 May 2022 Jun 2022 Jul 2022 Aug 2022

17 Description: As of August 2022, all streaming services accounted for 35 percent of total TV screen time in the United States. Out of them, Netflix and Youtube were the most popular ones, with 7.6 percent of the whole viewing time each. Read more
Note(s): United States; August 2021 to August 2022
Source(s): Nielsen
 Share of TV viewers considering Netflix their default video service in the
United States from 2019 to 2022, by age group
TV viewers who prefer Netflix in the U.S. 2019-2022, by age group

2019 2020 2021 2022

45%

39%
40% 38%
37%

35%
31%
Share of respondents

30%

25%
21%
20%
19%
20%

14%
15%

10% 8%
7%
6% 6%
5%

0%
18-34 years 35-54 years 55 years and older

18 Description: 38 percent of young adult TV viewers aged 18 to 34 years considered Netflix their default video service in the United States in 2022, up from 37 percent recorded in 2021. The share of respondents of the other age groups, 35 to 54 and 55 years and older,
also increased by seven and one percent respectively. Read more
Note(s): United States; 2019 to 2022; 1600 respondents; 16-74 years; respondents had broadband access and watched a minimum of one hour of TV per week
Source(s): Hub Entertainment Research; Media Play News
 Number of unique viewers of TV shows on Netflix in the United States in
January 2023, by device (in millions)
Devices used to watch Netflix TV series in the U.S. 2023

160

140 133.5
Number of unique viewers in millions

120

100

80 74.8

60 55.7

40

21
20 14.4

0
TV Screen Mobile Computer Other Unknown

19 Description: The most used device to watch TV shows on Netflix in the United States was the TV screen in January 2023, with over 133 million unique viewers. The mobile device was the second most popular device for U.S. consumers watching Netflix TV series,
followed by the computer. Read more
Note(s): United States; January 2023
Source(s): Plum Research
 Number of Netflix app downloads in the United States from 1st quarter
2016 to 3rd quarter 2022 (in millions)
U.S. Netflix quarterly app downloads 2016-2022

14.0
13.11
13.0 12.54
12.34
Number of downloads in millions

11.84 11.78
12.0 11.51 11.44 11.43
11.24 11.22

11.0 10.72 10.73 10.59

10.43
10.18 10.14 10.05
9.87
10.0 9.59 9.69
9.17 9.08
9.0 8.7 8.57
8.3 8.42

8.0 7.6

7.0
2016 2016 2016 2016 2017 2017 2017 2017 2018 2018 2018 2018 2019 2019 2019 2019 2020 2020 2020 2020 2021 2021 2021 2021 2022 2022 2022
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3

20 Description: During the third quarter of 2022, the Netflix mobile app amassed more than 8.4 million downloads from users in the United States, up by 11 percent when compared to the previous quarter. Between 2016 and 2021, the app for the popular film and series
streaming platform has experienced uneven download trends, with more than 13 million downloads during the first quarter of 2016. In October 2022, the popular entertainment platform announced the release of a new ad-supported [...] Read more
Note(s): United States; Q1 2016 to Q3 2022; Google Play and Apple App Store
Source(s): AppMagic
 Netflix brand awareness, usage, popularity, loyalty, and buzz among
video-on-demand users in the United States in 2022
Netflix brand profile in the United States 2022

100%
94%

90%

80%

70%
Share of respondents

62%
59%
60%
53%
50%
43%
40%

30%

20%

10%

0%
Netflix awareness Netflix popularity Netflix usage Netflix loyalty Netflix buzz

21 Description: How high is the brand awareness of Netflix in the United States? Read more
Note(s): United States; March 22 to 29, 2022; 1131 respondents; 18 to 64 years; respondents who use video-on-demand
Source(s): Statista Consumer Insights
 Distribution of adults accessing Netflix in the United States as of April 2022,
by generation
Adults using Netflix via password sharing methods in the U.S. 2022, by generation

Share of U.S. adults

I subscribe and do not share a password with anyone I subscribe and share a password with someone I do not live with
I do not subscribe but use a password of someone I live with I do not subscribe and do not use anyone else's password
I subscribe and share a password with someone I live with I subscribe and share a password with people I do and do not live with
I do not subscribe but use a password of someone I do not live with
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

All Adults 28% 4% 6% 31% 17% 2% 11%

Gen Z 26% 7% 12% 15% 30% 4% 7%

Millennials 32% 3% 6% 31% 16% 2% 9%

Gen X 31% 3% 5% 31% 19% 2% 9%

Baby Boomers 25% 4% 6% 36% 12% 2% 16%

22 Description: Following its first reported net loss of subscribers in over a decade, subscription-based streaming service Netflix is reconsidering its leniency on password sharing between households. An April 2022 survey revealed that baby boomers were the
generation most likely to not be subscribers and access Netflix using a password of someone they do not live with. Within Netflix subscribers, password sharing was by far most common among Gen Z. Read more
Note(s): United States; April 15 to 17, 2022; 2209 respondents; 18 years and older; respondents were asked to describe how they access Netflix
Source(s): Morning Consult
 Share of Netflix subscribers who would switch to a lower cost ad-
supported version in the United States as of May 2022
Netflix subscribers who would switch to ad-supported version in the U.S. 2022

50%

45% 43%

40%

35%
Share of respondents

29%
30%

25%

20%
14%
15%
9%
10%
5%
5%

0%
Very likely to switch Likely to switch Neither likely nor unlikely to Unlikely to switch Very unlikely to switch
switch

23 Description: According to a survey conducted among streamers in the United States between April and May 2022, 14 percent of respondents who subscribed to Netflix said they were likely or very likely to switch to a less expensive, ad-supported subscription option.
On the other hand, 72 percent said they were unlikely or very unlikely to go for an ad-supported cheaper plan. Read more
Note(s): United States; April 29 to May 4, 2022; 2,460 respondents; among TV Time app users
Source(s): Whip Media
CHAPTER 03

Popular content
 Most popular digital original television shows based on audience demand in the
United States from March 8 to 14, 2023, by difference from market average
Most in-demand digital original shows in the U.S. March 2023

Difference from average title (1x)

0 10 20 30 40 50 60 70

The Mandalorian (Disney+) 65.26

Stranger Things (Netflix) 61.6

You (Netflix) 49.5

Star Trek: Picard (Paramount+) 42.96

Title (network)

Ted Lasso (Apple TV+) 42.84

Daisy Jones & The Six (Amazon Prime Video) 34.23

The Problem With Jon Stewart (Apple TV+) 34.02

Titans (HBO Max) 31.14

History Of The World, Part II (Hulu) 29.51

Wednesday (Netflix) 26.19

25 Description: The TV show "The Mandalorian" was the most in-demand digital original show in the United States, with an expression over 65 times higher than the average title in mid-March of 2023. In second place was "Stranger Things," with a difference from the
average market of around 62 times. Read more
Note(s): United States; March 8 to 14, 2023
Source(s): Parrot Analytics
 Minutes streamed of original TV series on subscription video streaming
services in the United States in 2022 (in billions)
Leading original TV series on SVOD services in the U.S. 2022, by minutes streamed

Number of minutes in billions

0 10 20 30 40 50 60

Stranger Things (Netflix) 52

Ozark (Netflix) 31.3

Wednesday (Netflix) 18.6

Cobra Kai (Netflix) 16.7

Bridgerton (Netflix) 14
Series (Network)

Virgin River (Netflix) 13.6

Dahmer (Netflix) 13.4

Love is Blind (Netflix) 13.1

Inventing Anna (Netflix) 12.9

The Crown (Netflix) 12.7

The Boys (Prime Video) 10.6

Great British Baking Show (Netflix) 10.6

The Umbrella Academy (Netflix) 10.5

The Last Kingdom (Netflix) 10.4

The Rings of Power (Prime Video) 9.4

26 Description: In 2022, the most viewed original television series on subscription streaming services in the United States was "Stranger Things" offered by Netflix. The science-fiction horror series recorded 52 billion minutes streamed. In second place came "Ozark," with
about 31.3 billion minutes streamed. The top 10 list of most popular TV series was dominated by Netflix programming. Read more
Note(s): United States; December 27, 2021 to December 25, 2022; 2 years and older; Nielsen SVOD Content Ratings (Netflix, Amazon Prime, Disney+, Apple TV+, HBO Max, Peacock, and Hulu), Nielsen National TV Panel, U.S. Viewing through Television
Source(s): Future; Nielsen
 Ranking of acquired series on streaming services in the United States in
2022 (in billion minutes streamed)
Most watched acquired series on VOD services in the U.S. 2022

Billion minutes streamed

0 5 10 15 20 25 30 35 40

NCIS (Various) 38.09

Cocomelon (Netflix) 37.85

Grey's Anatomy (Netflix) 26.78

Criminal Minds (Various) 24.87

Bluey (Disney+) 21.1

Series (Network)

Gilmore Girls (Netflix) 20.8

Seinfeld (Netflix) 19.3

Supernatural (Netflix) 18.78

Heartland (Netflix) 17.95

The Simpsons (Disney+) 15.87

Friends (HBO Max) 14.54

The Blacklist (Netflix) 14.01

New Girl (Netflix) 13.97

Spongebob Squarepants (Prime Video) 13.87

Shameless (Netflix) 13.62

27 Description: In 2022, U.S. Americans watched over 38 billion minutes of the TV series "NCIS" aquired by various streaming platforms. "Cocomelon" ranked in second position, with approximately 37.9 billion minutes streamed. In third place was the drama TV series
"Grey's Anatomy," with 26.78 billion minutes streamed. Read more
Note(s): United States; December 27, 2021 to December 25, 2022; 2 years and older; Nielsen SVOD Content Ratings (Netflix, Amazon Prime, Disney+, Apple TV+, HBO Max, Peacock, and Hulu), Nielsen National TV Panel, U.S. Viewing through Television
Source(s): Nielsen
 Most popular subscription video-on-demand (SVOD) platforms for reality
TV shows in the United States in 1st quarter 2022
Most in-demand SVOD platforms for reality series in the U.S. 2022

40%

34.8%
35%

30%

25%
Demand share

21.6%

20%

15% 13.5%

9.1%
10% 8%
6.2%
5% 3.5% 3.3%

0%
Discovery+ Hulu Peacock Paramount+ Netflix HBO Max Amazon Prime Other
Video

28 Description: Discovery+ was the most popular subscription video-on-demand service for reality TV shows in the United States as of the first quarter of 2022. The demand share amounted to nearly 35 percent, considering consumer engagement data such as streams,
downloads, or social media activities. The second most in-demand platform was Hulu, followed by Peacock. Read more
Note(s): United States; Q1 2022; incl. acquired and original shows
Source(s): Parrot Analytics; Yahoo
 Ranking of TV shows on Netflix in the United States in January 2023, by
number of unique viewers (in millions)
Leading Netflix TV series in the U.S. January 2023, by unique viewers

Number of unique viewers in millions

0 5 10 15 20 25 30 35 40 45 50

Ginny & Georgia 44.9

That '90s Show 20.7

Wednesday 19.9

Kaleidoscope 18.4

The Walking Dead 14.1

Vikings: Valhalla 11

Alice in Borderland 9.6

Emily in Paris 8.8

New Amsterdam 8.4

The Glory 8.3

Breaking Bad 8.1

Madoff: The Monster of Wall Street 6.9

Shameless (U.S.) 6.5

Demon Slayer: Kimetsu No Yaiba 6.5

Grey's Anatomy 6.4

29 Description: In January 2023, "Ginny & Georgia" was the most watched TV show on Netflix in the United States, with nearly 45 million unique viewers. The comedy TV show "That '90s Show" and the horror comedy TV series "Wednesday" followed in the ranking,
reaching 20.7 million and 19.9 million unique viewers, respectively. Read more
Note(s): United States; January 2023; number of unique Netflix profiles (extrapolated to the number of profiles) that watched at least 2 min of an episode for a given series
Source(s): Plum Research
 Time spent viewing Netflix content worldwide as of February 2022, by
country of origin (in billion hours)
Global time spent viewing Netflix 2022, by country of origin

18
16.3
16

14
Total hours viewed in billions

12

10

6
4.3
4
2.2 1.9 1.6
2
0.85 0.84 0.83 0.74 0.73

0
United States South Korea United Spain Colombia Poland France Mexico Hungary Germany
Kingdom

30 Description: As of February 2022, Netflix's biggest hits were from programs originating from the United States. Viewers spent 16.3 billion hours in total watching such shows. Meanwhile, productions from South Korea ranked second, with 4.3 billion hours. Read more
Note(s): Worldwide; as of February 27, 2022; viewing time of the top 10 hits on Netflix; incl. hours viewed to every country involved in co-productions
Source(s): Bloomberg; IMDb; Netflix
 Most popular English-language Netflix movies of all time as of October
2022, by number of hours viewed (in millions)
Most viewed English-language Netflix films 2022

400
364.02 359.79
350

300 282.02
Viewing hours in millions

253.87
250 233.16 231.34 228.69
214.7 214.57 209.25
200

150

100

50

0
Red Notice Don't Look Up Bird Box The Gray Man The Adam Extraction Purple Hearts The The Irishman The Kissing
Project Unforgivable Booth 2

31 Description: Action comedy film "Red Notice" was the most popular English-language Netflix movie of all time as of October 2022, based on the number of hours viewed in its first 28 days on Netflix. The film counted around 364 million hours viewed. The second most
popular movie, "Don't Look Up," reached about four million fewer hours than "Red Notice." "Bird Box," starring Sandra Bullock in the main role, ranked third in popularity with roughly 282 million hours viewed. Read more
Note(s): Worldwide; as of October 2022; based on hours viewed within first 28 days of being on Netflix
Source(s): Netflix
 Most popular English-language Netflix TV shows of all time as of February
2023, by number of hours viewed (in millions)
Most viewed English-language Netflix TV shows 2023

Viewing hours in millions

0 200 400 600 800 1,000 1,200 1,400 1,600

Stranger Things 4 1,352.09

Wednesday: Season 1 1,237.15

DAHMER: Monster: The Jeffrey Dahmer Story 856.22

Bridgerton: Season 2 656.26

Bridgerton: Season 1 625.49

Stranger Things 3 582.1

Lucifer: Season 5 569.48

The Witcher: Season 1 541.01

Inventing Anna: Limited Series 511.92

Ginny & Georgia: Season 2 504.77

32 Description: As of February 2023, the most popular English-language Netflix TV show of all time was the fourth season of American science-fiction series "Stranger Things," with over 1.3 billion hours viewed in the show's first 28 days on the platform. Second most
watched on the streaming platform was the first season of the comedy horror TV show "Wednesday," counting around 1.24 billion hours viewed. Read more
Note(s): Worldwide; as of February 2023; based on number of hours viewed in first 28 days on Netflix
Source(s): Netflix
 Sources

AppMagic
Apptopia
Bloomberg
comScore
Digital TV Research
FierceVideo
Future
Hub Entertainment Research
IMDb
Kantar
Leichtman Research Group
Media Play News
Morning Consult
Netflix
Nielsen
Parrot Analytics
Plum Research
Showlabs.tv by PlumResearch
Statista
Statista Consumer Insights
Whip Media
Yahoo

33